Marketing

Loyalty program members want more ways to earn, redeem

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February 4, 2025

When it comes to loyalty programs, rewards members want more ways to earn rewards and more ways to redeem rewards. More than half, 76%, want transactional rewards such as discounts and cashback options.

Those are top findings from a Antavo report, Global Customer Loyalty Report 2025, that also revealed 75% of U.S. and Canada consumers want to share their loyalty accounts with family and friends.

The report's global survey polled more than 10,000 consumers, according to a press release. Antavo is an AI-powered loyalty platform.

The data also revealed that price sensitivity and brand switching behavior are driving a 25% decline in brand loyalty, though usage of loyalty programs will likely increase.

Additional findings include:

• 55% of respondents prefer a mobile app for their loyalty accounts, followed by 38% wanting to interact using emails or text messages and 31% preferring a digital loyalty card.
• Digital loyalty programs are gaining traction, but traditional plastic cards remain in high demand, capturing 32% of the vote.
• On average, consumers only actively use half of their memberships.

"Consumers are becoming increasingly savvy, and while tight purse strings and people shopping around for the best price are leading to a decline in brand loyalty overall, the usage of loyalty programs is on the up. Brands and retailers should offer a well-balanced program with a strong financial proposition to draw consumers in and distinctive emotional components like early access and members-only products to keep them around," Zsuzsa Kecsmar, co-founder and chief strategy officer at Antavo, said in the release.